Anand Mahindra says ‘I want my MTV’ in emotional tribute, recalls how it shaped the sense of what was ‘cool’

The gradual winding down of MTV’s music-focused television channels has sparked a wave of nostalgia across generations, especially among those who grew up during the network’s early years. Joining the many voices reflecting on the moment was Mahindra Group chairman Anand Mahindra, who shared an emotional post on X about what MTV meant to viewers like him and why its influence still lingers decades later.

Mahindra described how the channel’s journey feels deeply personal for people who came of age when MTV was new. When it launched in 1981, MTV did more than play music videos. It transformed how audiences experienced music by combining sound with striking visuals, reshaping popular culture in the process. According to him, the channel helped define taste, build icons, and influence ideas of style and coolness at a formative time for an entire generation.

‘I want my MTV’ and the soundtrack of an era

Mahindra’s reflection ended with a nod to one of the most recognisable lines associated with the channel’s golden age. The phrase “I want my MTV” became globally famous through Dire Straits’ 1985 hit “Money for Nothing,” which featured guest vocals by Sting. The song, part of the album Brothers in Arms, went on to win a Grammy and became closely tied to MTV’s identity.
The track’s animated video was groundbreaking for its time and symbolised the rise of music television. It was also used to launch MTV Europe, highlighting how closely the song and the channel were linked in popular memory.

MTV’s final sign-off in several regions

The renewed conversation around MTV follows the closure of several of its music-only channels at the end of 2025. According to People.com and Rolling Stone, MTV officially stopped broadcasting a number of specialty channels on December 31 across regions including the UK, parts of Europe, Australia, and Brazil. These included MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live.
To mark the end, MTV Music aired “Video Killed the Radio Star” by The Buggles as its final video, the same track that launched MTV in the US back in 1981. The symbolic choice highlighted the channel’s long journey through changing media and technology.

MTV is not gone, but has changed

Despite widespread social media claims that MTV had completely shut down, multiple reports clarified that the network itself continues to operate. Variety reported that the closures were limited to certain international linear music channels, while flagship MTV channels in the UK and US remain active. BBC coverage also confirmed that viewers in affected regions now see static branding and messaging pointing them to MTV’s main channel and digital platforms.

Industry observers note that MTV moved away from round-the-clock music programming years ago, shifting its focus to reality and youth-oriented shows such as The Challenge and RuPaul’s Drag Race. According to Variety, MTV ranked 49th among cable networks in 2025, reflecting its continued presence despite a very different programming strategy.